HomeMy WebLinkAbout2014/09/11 MASON COUNTY LODGING TAX ADVISORY COMMITTEE
DRAFT Meeting Minutes .
Commissioners'Chambers
411 North S'" Street, Shelton,WA 98584
Thursday September 11/ 2014 9:00 a.m.
Members in Attendance: Chair Terri Jeffreys, Bonnie Knight, Duane Wilson, Stephanie Rowland,
Angela Rabe|oa, Kelly Bergh, Shaun Tucker, Darin Barry, and Diane ZonenAbsent: Julie Gray
1. Chair Jeffreys called the meeting to order at9:12O.m.
2. Approval of Minutes: Approval of the August 21, 2014, minutes
Bonnie/WiUsonmmoved and seconded to approve the August 21, 2014
minutes as amended. Motion carried.
3. Interview the following Tourism Marketing Proposals:
9:15e.m. Northwest Event Organizers, Inc.
Rachel Hanson gave o presentation onNVV Event Organizers.
She stated they would be the concierge for Mason County.
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She would like to work with Clubs and interest groups.
She stated Door County could be template for them.
Targeted Demographics: Adventurers, Couples and Singles and Families.
She stated there are plenty of off season activities. Hood Canal ie famous for so
many things. She would like tooffer package deals.
She would like to promote aquaculture and the unique aspects of Mason County.
She has big visions to utilize Faoabook.Tvvitter, b|oga, vvebsihaa and a possib|yappa.
She said it is important to hereto make sure all social media correspondence is
answered intelligently and specially regarding they show interest in. She would also
like to boost posts to get the information all over.
She would like to create great magazine to hand out and have booths at events.
She can provide event services from top tobottom.
She would like to continue to support everyone while being neutral and continue to
work with everyone.
Questions:
Question: Chair Jeffreys asked if her idea is to be able to book hotel rooms from the
Mason [buntyvvebshe.
Answer: She stated that would be a possibility. She said the more information on
the vvebsitethe better.
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September11, 2014 - Page 2
Question: Darin stated that this award would be for 58 percent ofthe LTAC money
that comes in in the next two years. Darin asked what percentage would she be
committed tospending on 3rd party media.
Answer: Rachel answered she can come up with plans and ideas but she would also
like to confer with the LTAC committee to see where they want totarget. ln the first
year she would like to build relationships. She believes 3rd party media buys should
be carefully thought out. She believes in targeted advertising and grass roots
efforts, She added they spent thirty thousand dollars on advertising for the fair.
Question: Shaun asked who she targeted for the fair,
Answer: She said she targeted neighboring counties, KMAS, local newspapers. She
partnered with Little Creek Casino.
Question: Bonnie asked about details Ofhaving booths a[events.
Answer: Rachel answered that most people doan amazing job et events and
communication isthe key.
Question: Darin asked her to explain how the w8bSit8 grew to be what it is and
what she feels is wrong with it.
Answer: She would like to offer package deals.
Question: Shaun said everything seems to revolve around design works and events.
How does she see Mason County from o marketing stand point.
Answer: She answered she would like to identify the uniqueness o[Mason County
and so she gravitates towards activities.
Question: Shaun asked how she would work with LTAC committee and how much
freedom would she need.
Answer: She prefers one unone. She also hopes the committee trusts that her
team knows what they are doing but would also like to have guidance when
necessary.
10:15a.m. Break
10:20 a.m. Shelton-Mason &North Mason Chamber ofCommerce
Stephanie Rowland and Heidi MoCutch8UO gave a presentation on Shelton-Mason &
North Mason Chamber ofCommerce.
Stephanie explained that they are seriously vested and have great track record.
She said the Chamber represents the entire County. She stated they are committed
to economic success.
Heidi stated that tourism is important because it helps businesses succeed.
Stephanie handed out her resume. She has worked in marketing, planning and
public relations, Her career is based in tourism and communications.
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September 11, 2014 Page
Heidi shared her work history and experience. She has experience in promotions and
putting on events.
Heidi shared information about their website explore hoodcana|.cnm. The number of
hits has improved significantly. She feels the improvements stem from marketing.
They explained they have many partnerships. Partnering allows expanding on
buying power. Heidi stated that collaborations have helped with tourism and
marketing. She stated they have many forms of distribution including print, radio,
video (cinemas). She added thet3.6 million people have viewed their commercials
at movie theatres around Washington. She added they also utilize Comcaat
spotlight.
Question: Cnnmr. Jeffreys asked if these commercials play year round.
Heidi answered that is utilized more in early spring but they play in the off seasons,
as well.
Targeted Demographics: Families, Couples and singles, Adventure seekers.
Heidi showed the video commercials for each targeted group.
Stephanie stated that they offer day tripper stories, b|ogs and consumer itineraries.
They provide event tool kits and press releases. She is proud of her relationships
within the County. She added they will offer first-contact training to the bjurism
industry network throughout the year. She feels the businesses would appreciate it
and it would be at no extra moat. She also talked about eTourism Summit, Tourism
leadership in the County would meet annually in order to receive feedback and learn
from each other.
Stephanie explained that marketing is ongoing and it is all about refreshing,
renewing and refocusing thawebaUe. She said they need to start focus group and
a||ovv people toopt in for newsletters and potentially gather additional information.
They would divert approximately half of their television money to their website and
to hire someone to provide web expertise. She said she feels that face to face
contact is important for a personal connection with people. She said this position
could possibly eventually grow into a tourism department.
Stephanie talked about results in tracking. She said they need quarterly results for
occupancy, room reports and weba|tetraffic.
Questions:
Question: Darin asked how she feels they have aligned with the duties and budget
historically.
Answer: Stephanie stated that there isa quarterly report submitted tothe
Commissioners. She said there should be a plan of everything they will do. She
added that marketing is work in progress and can be changed as it goes. She is
cautious about starting a campaign and then stopping a few months later.
Heidi agrees that once you build a brand, changing directions in the middle is
dangerous.
Lodging Tax Advisory Committee Meeting Minutes
September 11, 2014 Page
Darin said that he feels there is structural budgeting issue.
Heidi stated they use the LTAC committee to feel out ideas and fine tune before they
set out toconquer.
Stephanie reminded Darin that it goes through the Commissioners and not to the
LT\C committee. She stated that perhaps it should get back to the committee.
Question: Angela asked about the reaction of their Chamber Board in these ideas,
Answer: Stephanie answered that they are supportive. '
Question: Shaun stated that heis concerned about taking money from one budget
for another.
Answer: Stephanie stated that they put $65 thousand toward TV now and they feel
they can use some of that money. They feel it will balance out because of
improvements and refocusing on thewebsihe.
Shaun stated he finds the Joint Chambers concept confusing.
Heidi explained that the Board does like to give input but they are not directly
involved and they are in agreement of how they choose ho continue forward.
Stephanie answered that she sees the Joint Chambers as o partnership and not
division.
Question: Cmmr. Jeffreys asked why wouldn't the funding come out ofproject
management budget.
Answer: Stephanie answered that it wouldn't be considered project management.
The hired person would be doing the work tothe vvebui.te but not the management
aspect. She clarified this person would baonsita therefore very accessible.
Question: Duane asked about the people not paying lodging tax.
Answer: Heidi stated she vvOu|d like it to be clear that it is up to the County orthe
State to make sure people pay their lodging tax. While they can pass on
information, they do not have the authority tndo anything.
Chair Jeffreys commented they will be coming up with a proposal regarding
businesses that don't pay lodging tax.
Question: Angela asked how they would address conflicts regarding their advocacy
agenda.
Answer: Heidi Stated that something bad for Mason County is bad for business. She
stated they don't endorse things that are bad for Mason County.
Question: Bonnie asked about outreach bz people who are non-chamber members.
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September 11, 2014 Page
Answer: Heidi answered there is no special attention given to chamber members vs.
non members. She added that they try to get the word out to everyone not just
chamber members.
11:20a.nn. Break
11:25a.nn. Blue Collar Agency
John Mitchell, Tom Lehman and Brian Becker from Blue Collar were introduced.
They all reside in Hood River, Oregon and said they feel a connection as far oswhat
is offered in Mason County.
Blue Collar Agency gave apresentation.
Tom Lehman stated they are curious and offer strategic thinking and pride
themselves in working hand and coming up with creative ideas for their clients.
John Mitchell said he wants to show that every dollar spent is returning something.
He added they are a full service agency and are strong in content development,
integrated marketed strategies and social media. He shared a list oftheir current
clients which included Columbia River and Nike.
Tom gave an example for their task for Sun Valley. He said their job was to put
heads in beds. They do a lot of research to make sure their information is accurate
and targeting the correct demographic. They utilize SWOT analysis (Stvengtho,
Weaknesses, Opportunities and Thnaots). He said they will develop campaign nz||
out.
Targeted demographic is Bellevue, Seattle,Tacoma. They added that another
demographic would bePortland.
There ion connection between digital media and dollars.
They shared the|r"Exp|ona More"idea fora campaign created for Mason County.
"Explore More"means different things to different people so it works for every
demographic.
Shaun Tucker asked how they came up with Hood Canal and Mason County. Shaun
said he likes it and they got |t right
Tom stated it was based on limited knowledge although he has been here and to the
Olympic Peninsula for recreational purposes.
Brian said it's important to always be pushing out something. They will utilize social
media and ana|ytics. Generating the correct content will rise up and stick around.
They stress organic content because it can be built upon.
'
John said budgets are increasing for digital media because it can be tracked and
followed. He spoke about the Hotel co-op program, package deals and itineraries.
He added that if you give people an opportunity to share their stories via social
media, it will prompt others ho want the same experience. It's about allowing an
opportunity for people to shape. He spoke about traditional guides and mops. In
the first year, it's about getting to know the best ways.
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September 11, 2U14 - Page 6
Brian added they will tnachanahbos bv demographic and key words to discover the
best ways to bring people to Mason County.
Shaun asked for case study for Sun Valley.
The role will with Sun Valley did not involve ana|ytics.
Darin asked if they use Goog|e ana|ytics.
Brian answered they do and also use a suite of analytic tools.
Shaun asked how they work with their clients with respect Uumno|ytics.
John stated they work very dose with clients and it's o partnership. They make
suggestions and the client can make the decision.
Brion added that with regard to transparency they could build online dashboards so
that progress can be monitored.
Shaun stated that Sun Valley seems like on odd choice for the case study.
Tom said that regarding Sun Va||ey, if they had they just focused on the information
they had been given, it would have only been targeted to one group of people. He
wants to stress that it really is about working together to improve performance
overall.
Darin asked who the committee would meet with regard to the discovery phase.
Tom answered it will be the three of them and o writer.
John stated the discovery phase is just the beginning and they would develop a
scope ofwork. He reiterated that this phase |s4'5 percent of the budget but it
would be just one time and they will walk away with a lot of knowledge.
Tom stated they want tojust get a"feel"of Mason County. It's not necessarily
pushing all the activities. He said it's about the local feeling.
Brian commented that beyond what they learn, they have a technical skill set that is
part of this package and they have experience. He said at the end of the day it's
about getting people toexplore Mason County.
Bonnie asked about events and festivals regarding promotions.
John answered they would do an overall discovery. They would learn about the
events and target the correct audience. He added they are e handy-on company and
want to be involved and make sure everything happens the way it was intended.
Questions:
Question: Darin asked if they have vvebsitea they favor.
Answer: Utah"Life Bevokad", "Trove| Port|and", Bend Oregon vveboite
Question: Darin asked what role television would take with this level of budget,
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September 11, 2O14 - Page 7 '
Answer: Tom answered that if the budget doesn't support expensive advertising
there are other ideas. Great ideas don't have to be expensive yet can still be very
successful.
Stephanie commented the County is spread out and it seems like major challenge.
Tom stated it can be a positive as well. They would make the navigation fun and
easy.
Brian added that smart social media and email campaigning, you can keep hitting a
certain demographic and eventually inspire someone to look farther.
Question: Cmmr. Jeffreys asked how long to they anticipate initial discovery
interview will be.
Answer: John answered it would be e 2-3 hour meeting.
Question: Shaun asked if they have looked atexp|orehuodcena|.com
Answer: Brian said yes and they could expand on the content. They would
determine key words to bring more people.
Question: Cnomr. Jeffreys asked if they one open to thaVlC sending them content
for the vvebsite.
Answer: Brian answered this vvOU|d be a partnership and it would be welcomed and
they would seek it. Tom also added that if they discover something isn't working
they will inform the County.
Shaun said there are some concerns about doing business with someone outside the
County because it seems out of the comfort zone and asked how they address this
concern.
John said they know it is critical to be here at certain times and they are always only
a phone cn|| away. He said they would build requirements into the scope of work.
Shaun commented they don't want to |oaa the identity of the small town fee/ but at
the same time they want togrow.
Tom stressed they are not here to sever relationships and are willing to work with
local outfits.
-Lunch Break-
Discussion and selection of proposal toCountyCnmnniSainnes—
StaphanieRow|and:
Blue Collar: She really likes them and said they could do the work but she is not
fan of sending this work out ofstate.
NW Event: She feels Rachel could do the job and she has been doing good work but
her concern is that she doesn't have the leadership.
Lodging Tax Advisory Committee Meeting Minutes
September 11, 2014 Page
Stephanie Rowland left the meeting after giving her input.
Cmmr. Jeffreys suggested going around the room to get comments regarding each
presentation and initial impressions.
Kelly Bergh:
NW Event: She does e wonderful job although she is worried this would be
overwhelming. She likes the idea of combining Blue Collar & Rachel.
Chamber:Joint She loves their idea about training.
Blue Collar: She thinks they are good.
Duane Wilson:
NW Event: She has the passion and knows the work. Rachel is the best choice.
Chamber:Joint They have improved and have shown growth and consistence.
Blue Collar: The discovery &learning curve would be too long.
Angela Rabe|os:
NW Event: Is her favorite. She likes the grass roots approach and knowledge base.
She has lot going on but sodo others. She is cooperative and agreeable to
change.
Joint Chamber: Methodology isoutdated. They don't seem as flexible as the other
candidates.
Blue Collar: 2nd choice (and would like to include Rachel)
Shaun Tucker:
NW Event: She is an event organizer and not marketing person. She does great
work but it's all based around events.
Chamber:Joint They seem to have changed everything at the last second to hold
on.
Blue Collar: Top Choice. They are professional. Shaun doesn't feel this wouldn't be
complicated for them. Shaun commented that if we want to maintain, we can
continue with the status quo. Ifvvewant to grow, wa should go with Blue Collar. He
stressed it's what they do fora living and they are pros.
Chair Jeffreys:
She stated that each offers a portion of what they want but not one offers all of what
they want. She said if we are serious about growing tourism we need to be serious
about hiring the professionals. She is thinking of possible hybrid.
@W1 Event:-Rachel could possibly work with Blue Collar.
Chamber:Joint She would like to see them add the position that Stephanie spoke
about.
Blue Collar: They are professional.
Darin Barry:
NW Event: He would like Rachel to work with Blue Collar.
Chamber:Joint
Blue Collar: This is his number one choice although he would like Rachel to be e
port. If we give Blue Collar the right content it will be magic
Bonnie Knight:
NW Event: They would do a good job. She would be neutral.
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September 11, 2014 - Page 9
Joint Chamber: They are working really hard although they are falling short. They
have made the changes the committee asked them to do. She would like a leader
not someone who just does what they are told to do.
Blue Collar: Bonnie said she believes they should hire the best they can afford. If
everyone wanted it to be local then it should have been advertised that way. Blue
Collar is her favorite and could help lead them. She added that they could give an
outsiders perspective and not just how it's always been.
The group had a discussion to come to consensus. It was decided that a hybrid of
Blue Collar and NW Event Organizers would be ideal. It was agreed that a decision
cannot be made until they speak with Blue Collar regarding possible negotiations.
Diane reminded everyone that this will go before the Commissioners.
Bonnie/Darin moved and seconded to approve Cmmr.Jeffreys to contact
Blue Collar to negotiate to include a local point of contact who is
responsible for quality and accuracy of content. 5 aye 1 nay. Motion
Carried.
5. Other Business:
Darin/Shaun moved and seconded to invite Union Tourism Association
back to give a revised presentation on a Virtual Visual Center contract.
Motion failed.
Darin/Shaun moved and seconded to invite Union Tourism Association
back to give a fifteen minute presentation at the next LTAC meeting on a
Virtual Visual Center Concept. Motion carried.
Darin/Angela moved and seconded that at next meeting Cmmr. Jeffreys
bring a proposal for ensuring lodging units listed on Explorehoodcanal.com
are paying lodging tax. Motion Carried
6. Public Comment: Teri King from UW Extension made comments regarding
Aquaculture tourism.
7. Next meeting date: October 30, 2014 to review festivals.
8. Adjourn 3:51 p.m.
LODGING TAX ADVISORY COMMITTEE
MASON COUNTY, WASHINGTON
ATTEST:
KACrk Cmmr. Terri Jeffre h r